IAB UK Connected | Episode 13: Peter Field

Posted on: Wednesday 29 April 2020 | IAB UK

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A bumper episode with an industry legend: IAB UK's CMO James Chandler speaks to Godfather of Effectiveness Peter Field, co-author of advertising bible 'The Long and The Short Of It'. Listen as James and Peter discuss highlights from his latest paper 'Long, Short or Dark: a guide to advertising best practice in recessions', how the current crisis shapes up against previous economic recessions, the "bounceback", his take on brand building in digital, and Direct to Consumer brands.

For more information about how we are supporting our members at this time, as well as resources and trends from across the industry, take a look at our IAB UK Connected hub.

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